Forms Landing Page

Formes — Fitness & Wellness Website Design

Project type: Framer website design
Industry: Fitness, wellness, movement studio
Goal: Create a calm, premium website that makes fitness feel approachable, structured, and easy to start.

The Challenge

Formes needed a website that didn’t feel like the usual aggressive fitness brand. The goal was to create something softer, cleaner, and more welcoming, while still making the brand feel professional enough to convert visitors into members.

A major focus was making the site easy to understand from the first scroll. Visitors needed to quickly see what the programme offers, how it works, who it is for, and why they should join.

My Approach

I designed the website around clarity, emotion, and simple decision-making.

The homepage introduces the brand with a strong wellness-focused message: “Move better, get stronger.” From there, the site guides users through the main programmes like Move Freely, Build Strength, and Feel Better, making it easy for different types of users to find a path that fits them.

I also added supporting sections like About Us, How it works, testimonials, FAQ, and a clear final CTA so the page feels complete and conversion-ready.

Design Direction

The visual direction was calm, editorial, and modern. Instead of making the site feel loud or overly intense, I focused on a clean layout, strong spacing, soft movement, and clear content hierarchy.

The experience was designed to feel like a fitness brand that understands real life — simple routines, steady progress, and movement people can actually return to.

Key Design Decisions

I used clear section flow to reduce confusion and make the offer easier to understand.

I structured the programme cards so each one feels distinct, while still staying consistent with the overall brand.

I added testimonials and FAQ sections to build trust before the final CTA.

I kept the copy simple and human so the site feels approachable instead of intimidating.

Outcome

The final website gives Formes a polished digital presence that feels calm, premium, and easy to trust. It communicates the brand’s offer clearly, helps visitors understand the programme quickly, and gives them enough confidence to take action.

This project shows my ability to design websites that are not just visually clean, but also structured around brand positioning, user experience, and conversion.